To shed new light on this question, Santoro’s team built upon their previous analysis of functional MRI (fMRI) data, which identify brain activity by measuring changes in blood flow.
Positioning has long been a linchpin of any branding campaign, but more recently it’s been dethroned by what Professor Alice Tybout terms a “higher order” — brand purpose, which is a way of making a ...
A new way of mapping activity and connections between different regions of the brain has revealed fresh insights into how higher order functions like language, thought and attention, are organized.